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About Cinema Advertising And Hbi 2011 Rl
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WHY BRANDS BUY CINEMA MEDIA69% of all Americans go to the movies at least once every year.97% of moviegoers go with at least one other person,making it America’s #1 leisure activity.Adults are three times more likely to be seen at the moviesthan bars or nightclubs.When surveyed, 66% of moviegoers preferred cinema advertising over television advertising.Statistics via national studies: NRG, MRI, Box Office Mojo, MPAA,Nielsen Media Research, Lieberman Research Group.We are unbiased media plannerswho find the best theater locationsfor your target.We have relationships with the 30+ vendors who own the advertising inventory on U.S. movie screens.We negotiate rates far below rate card.We save you time and money with our customized research and buying power.We make it easy!We handle all the details. One call. One proposal.
Transcript of About Cinema Advertising And Hbi 2011 Rl
WHY BRANDS BUY CINEMA MEDIA
69% of all Americans go to the movies at least once every year.
97% of moviegoers go with at least one other person, making it America’s #1 leisure activity.
Adults are three times more likely to be seen at the moviesthan bars or nightclubs.
When surveyed, 66% of moviegoers preferred cinema advertising over television advertising.
Statistics via national studies: NRG, MRI, Box Office Mojo, MPAA, Nielsen Media Research, Lieberman Research Group
RADIO/TV/PRINT - LESS EFFECTIVE
Nielsen Three Screens Report 2010
MOVIE-GOING IS EXPERIENTIAL
After 24 hours of exposure
to theatre advertising,
72.6% of moviegoers
recalled one or more
advertisers
After 1 week – 64.3%
After 1 month – 49.4%
1-3 months – 31.8%
3-12 months – 18.6%
Over 1 year – 5.7%
Source: K. Johnson
“Cinema Advertising” Journal of Advertising
AMAZING RECALL
MOVIE-GOERS
APPROVE OF PSA ADS
Source: Lieberman Research Group 2008, Base T14-16, n=274, Moviegoers were asked what the main message of the ad was; responses were open-ended.
Tell a friend about the ad = extremely/very/somewhat likely.
MOVIE-GOERS
REMEMBER PSA ADS
Source: PSA Recall: Lieberman Research Group 2008, Base T14-16, n=274; Average recall across all teen studies: Lieberman Research Group TBD,
Base T14-17, n=952.
40’x 20’ Big Screen
High Definition
3 D Technology (NEW)
Dolby SurroundSound
Low CPM
Captive audience
No Clutter
CINEMA MEDIA – A GREAT VALUE
“Last year (2010) U.S. movie box
office admissions were nearly ten
times greater than admissions for all
4 professional major sports leagues
combined.”
-Ed Hepner
The Properties Group
New York
2 Billion Moviegoers Each Year!Source – Nielsen Media Research
BILLIONS AT THE MOVIES
75% are ages 18-49
47% are ages 18-34
46% are college educated
Average household income is
$75,000
54% of moviegoers are female
46% are male
Sources: Exhibitor Relations, Motion Picture Almanac, Nielsen Media Research
WHO SEES YOUR AD
PARENTS ARE AT THE MOVIES
Source: NRG American Moviegoing 2010 Study, MOST CURRENT DATA
Indexed Against Population
Agree /Strongly Agree
It's important to have a full social life 123
I like to be with a crowd of people 119
I love to do as many sports as possible 115
I look for new experiences every day 112
I was born to shop 130
If I could eat out every night I would 120
I wear clothes that will get me noticed 132
It's important to look fashionable 116
I will buy a product because of the label 119
Technology gives me more control 124
over my life
Source: Roy Morgan Jan 2008 - Dec 2008
MOVIE-GOERS –
A COVETED DEMOGRAPHIC
MOVIE-GOERS ARE
COMMUNITY LEADERS
Source: MRI Doublebase Study 2009; Moviegoers = Attended the movies once a month or more. More likely = Comparison to average U.S. adult.
Movie-going is year-round entertainment
Several new films debut each Friday
An average of $22 millionis spent advertising each new film release, driving the crowds to the theatres
Associate your company with the attraction of Hollywood
Differentiate your brand!
Source: Exhibitor Relations
CO-BRAND WITH HOLLYWOOD
3D Digital Spots (NEW) – 3Dcommercials that run before the feature film
Digital Spots – commercials that run before the feature film
Slide program – three 10-second ads that run before the feature film
In-lobby kiosks
Concessions – popcorn bags & buckets, soda cups, kiddie packs
In-lobby signage-
Plasma lobby screens, posters, floor graphics, window clings
Print products – distribute flyers, coupons, mini-applications
Internet – banner ads placed on movie related websites
Exit sampling – theater staff can hand out your materials to movie-goers as they leave
BRANDING OPPORTUNITIES
Disney State of Oregon General Mills eBay State of Virginia Wyoming National Guard Food & Drug Administration Chicago Crime Commission Nordstrom Royal Purple Motor Oil Dept. of Justice, Washington D.C. State of Florida Leukemia & Lymphoma Society Fred Astaire Dance Studios City of Los Angeles Liberty University New Balance Janet Sartin Salons NYC Sunshine Group New York Courts Army National Guard Allstate insurance
SOME OF OUR VALUED CLIENTS
We are unbiased media planners who find the best theater locations
for your target.
We have relationships with the 30+ vendors who own the advertising inventory on
U.S. movie screens.
We negotiate rates far below rate card.
We save you time and money with our customized research and buying power.
We make it easy! We handle all the details. One call. One proposal.
WHY HOLLYWOOD BRANDING?
